L’Oreal has created a campaign called “The Harry Situation”for a new product line. By watching the video clips you can see the blatant product plugs that are part of the approach. The campaign tools make fun of the traditional advertising approach through its use of a web site, blog and a variety of video clips. In it’s attempt to target 18 - 34 year old males, the video clips revolve around a Three’s Company-esque television show with sexual innuendo and short clothing.

I know what they’re trying to do but I’m not sure it works. They want to create content that will be viral and create a following that will drive traffic.  I think that the whole thing is trying too hard to be irreverent and outside the box. The problem is, I can’t remember the product and more importantly, I’m not sure what they want me to do. Axe does a better job of utilizing the medium by creating a mini-movies showing the adventures of a young man who uses Axe or the plight of good girls exposed to the enticing smells. There is clear product placement, clear display of intent; use Axe and women will swarm you.

What do you think? Be upfront and create a production around the product and brand or leave people thinking what was that and what am I supposed to do?

Filed under: Advertising, Branding, Campaign Critiques, Jamey Shiels, Miscellaneous